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Research on the pricing strategy of e-commerce agricultural products: should presale be adopted?

Author

Listed:
  • Lu Xiao

    (Jiangsu University)

  • Ya Ni

    (Jiangsu University)

  • Chaojie Wang

    (Jiangsu University)

Abstract

E-commerce has emerged as a promising platform for smallholder farmers to reach wider markets. To explore the feasibility of the presale strategy in the context of agricultural products, this study examines the impact of pricing and advertising on consumer behavior and optimizes sales profits for e-commerce farmers. By analyzing the results, we conclude that the dynamic pricing strategy based on presale is more appropriate for differentiated agricultural products, while the fixed pricing strategy is more suitable for homogeneous agricultural products. The findings of this study provide practical guidance for smallholder farmers to enhance their sales and profits on e-commerce platforms.

Suggested Citation

  • Lu Xiao & Ya Ni & Chaojie Wang, 2025. "Research on the pricing strategy of e-commerce agricultural products: should presale be adopted?," Electronic Commerce Research, Springer, vol. 25(3), pages 2039-2066, June.
    • Handle: RePEc:spr:elcore:v:25:y:2025:i:3:d:10.1007_s10660-023-09731-3
    DOI: 10.1007/s10660-023-09731-3
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